Army cadets celebrate the win over the Navy Midshipmen. (Photo by Elsa/Getty Images)

Having a finger on the pulse of social interaction during a sporting event is crucial. It helps teams, brands and venues alike understand what interests their audience. Social media insights were taken a step further at the recent Army-Navy football game thanks to the Ampsy and Canvs partnership.

“Sentiment analysis isn’t enough, and with Canvs we have a true view into how event attendees feel about the live content they’re experiencing,” Ampsy CEO Jeremy Gocke said in a statement. “Emotion measurement data gives us a more granular understanding into the specific moments that people love, and with these insights we can prescribe to our partners marketing and programming initiatives, in addition to signaling specific ways to improve and elicit more emotions at future events.”

The Dec. 9 game which saw Army narrowly defeat Navy 14-13 produced a 59 percent emotional reaction of “love.” It was followed by “enjoy,” “excited” and “happy.” The designations might seem rudimentary, but they provide media companies a better way of assessing potential programming and content.

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With the analysis, the Army Athletics’ Twitter account could package a highlight of the most “loved” play and blast it out via social channels.

Said Canvs CEO Jared Feldman in a statement, “we’re working closely with Ampsy to apply learnings from our work with TV networks and brands to now help professional sports teams, music industry organizations and others utilize emotion measurement data for better programming and business outcomes.”